名人电视广告的心理学分析

Psychological Analysis of Celebrity TV Advertisement

本文运用心理学理论分析了名人电视广告的优越性 ,实现中存在的问题以及创意和制作名人电视广告应采取的策略。名人电视广告能够激发“名人效应”和“移情效应”。但是 ,如果名人与广告主题之间的关系处理不当 ,会影响广告的宣传效果。因此 ,名人电视广告从创意到制作 ,从名人的选择到名人表现等都应遵循心理学规律 ,以保证其宣传效果。

In the light of psychological theories the present paper analyses the merits and demerits of celebrity TV commercials and the strategies to be adopted in their conception and production. Celebrity TV Advertisement can stimulate“celebrity effect” and “empathy effect”. However, the propaganda effect of Advertisement may be affected if the relationship between the celebrity and the theme of the advertisement is handled inappropriately. For instance, in many TV Advertisement the primary position of the merchandise/trade mark and the secondary position of the celebrity are reversed. As a result, the stimulations of the brand to the viewer is weakened. Therefore, psychological laws should be observed not only in the conception and production of celebrity TV Advertisement, but also in the selection of celebrities and their performances, so as to guarantee the propaganda effect.